Travel Insights: Travel Catalysts
Travel & Tourism
Travelers are driven by cravings and must-have experiences that are manifesting in a sense of spontaneity in their trip planning. Nearly three in five travelers reported having no specific destination in mind when they decided to take a trip (Expedia). Destinations can play a supporting role as beloved sports teams, adored music, once-in-a-lifetime adventures, irresistible dining offerings, or even unique transportation options, act as catalysts for travelers to book those gotta-have-it getaways.
In this edition of travel insights, we dive into these non-destination travel motivators and provide examples on how these come to life for our BVK clients.
1. Sports Travel: As an Olympic year, sports travel has been prominent but goes well beyond Paris’s events. As travelers show their fandom for various sports including golf, soccer, baseball, basketball, football, or Formula 1, destinations can consider offerings and/or messaging that connects with these enthusiasts.
- Over seven in ten (71%) global respondents are into sports and 58% are interested in traveling for sporting events in 2024 (up to 67% of Gen Z and millennials). – American Express Travel
Implications – Think about elevating existing sporting events and affiliations. As the destination for the Philadelphia Phillies spring training, Visit St. Pete-Clearwater partners with the team to promote the destination during the regular season to increase awareness and entice Phillies fans to visit.
2. Music Tour Tourism: Following a blockbuster year of music tours, fans continue to travel for A-list artists, events, and festivals. This passion area is a perfect opportunity for tourism and hospitality brands to partner to encourage greater engagement with a destination.
- Almost 70% of travelers polled claim they are more likely than ever to travel to a concert outside their hometown. – Expedia
Implications – Consider creating new music-related events or expanding existing ones. Following great success in its inaugural year, Ocean City, Maryland brought back their Ocean’s Calling music festival and added a Country Calling music festival, driving visitation from music lovers.
3. Outdoor Adventures: New outdoor experiences call adventurous travelers to soak in the thrill of the wild. Destinations steeped in nature can create an exciting pull with offerings inclusive of all adventure-seekers.
- Searches for “adventure activities” and “hiking trail” are up 45% and 94% YoY respectively on Pinterest. – Travel Age West
Implications – With so much outdoor and adventure related content it can be hard to break through the crowded media landscape. Aligned with the goal of positioning as a world-class outdoor destination, West Virginia partnered on an episode of Epic Trails, an inspiring TV series airing on Outside TV among other networks. The episode depicted wilderness adventures in a quest to discover the world’s most amazing trails.
4. Culinary-cations: Food cravings drive travelers’ destination decisions as must-have culinary experiences are more than just a cherry on top of travel, but a treat itself. Travel and hospitality brands that thoughtfully connect with the palates of the passionate foodie audience will likely score rave reviews.
- 47% of U.S. travelers have booked a destination based on a specific restaurant they want to visit. – Skyscanner
Implications – The combination of world-class culinary talent, programming and stunning natural beauty has been a winning combination for 40 years running. The Aspen Chamber Resort Association hosts the nationally recognized and beloved Food & Wine Classic each year, drawing locals and visitors to share in their gastronomic affinity.
5. Trending Transportation: They say it’s not always about the destination, but the journey that matters. This is proving true as novel transportation experiences are adopted, from driverless cars to re-vamped train routes. Destination brands can consider highlighting not only methods for arrival, but unique options for getting around when visitors arrive.
- “San Francisco’s Hot Tourist Attraction: Driverless Cars.” – The New York Times
Implications – As travelers become more aware of various transportation options and how they impact the places they visit, transportation and destination brands can promote responsible travel. Travel Wyoming and Ford partnered on a five-episode Wildly Wyoming content series where three teams of Bronco Ambassadors competed to win a grant for a local non-profit – all in the name of keeping Wyoming wild.
While our destination clients are always number one in our eyes, these trends show that sometimes it’s okay for the destination itself to be a secondary factor for decision making.
Check out our Insights deck to learn more.
